Field Marketing and Longevity

You may think that field marketing only has an impact upon the brand that is employing its tactics for a certain amount of time. When a particularly successful field marketing campaign takes place, there is a lot of hype around the brand and consumers become excited about it. However, once the campaign has passed it is perhaps to be expected that consumers become less interested in the brand. How, therefore, do field marketing agencies work to keep the public interested in the brand they are representing?

Longevity is becoming more and more achievable within the field marketing industry thanks to the ever growing popularity of social media websites such as Twitter. Twitter allows a brand to add a personal touch to their company. The social networking websites allow a brand representative to reply individually to members of the public about any complaints, compliments or questions they may have regarding the brand.

Twitter also acts as a fantastic market research tool, allowing the brand or field marketing agency to collect data about the campaign and about how consumers reacted to the product. People on the internet tend to be more honest about how they really feel about products than if you were to ask them in the street, so the feedback received might even be more accurate when it is gleaned off of Twitter or Facebook.

Keeping your followers up to date with news and events is another great use of social networking websites. A consumer might not decide to actively search out the latest information about your brand, but if it is presented to them in a fun, friendly, and easy to digest format then they are more likely to take the information in. If the news just pops up on their newsfeed or stream, then more consumers are likely to be reached. Information must be easy to find, with the least amount of effort for the consumer as is possible.

Brand loyalty can develop through social networking websites as well, and consumers are more likely to keep coming back to a brand if they feel like they have an affinity towards it. This can be achieved through personal communication via social networking websites. It brings a sense of personality and individualism to an otherwise faceless entity.

Although the excitement of a field marketing campaign is all well and good and certainly raises brand awareness for a certain amount of time, a continued relationship with customers is what many brands are after. Field marketing agencies are certainly realising this. This continued relationship is helpful in many ways, as it also allows news about the brand to organically spread through word of mouth and thus spread awareness of the brand in a way that doesn't feel intrusive.